Lightbox Continues as a Brand, While Supplies Last?
The De Beers-owned lab-grown diamond company is rebranding and creating new collections, though its long-term future remains unclear.

The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
During the Las Vegas jewelry shows in late May/early June, De Beers announced plans to shift all production at its diamond-growing factory in Gresham, Oregon—the $94 million facility purpose-built for Lightbox and opened in late 2020—to industrial diamonds.
In an interview conducted at the JCK show on May 31, De Beers CEO Al Cook told National Jeweler that Lightbox as a brand would still exist, with gem-quality diamond production continuing at the factory “for a few months” to ensure it has stock to sell.
When asked what happens when the brand exhausts its current supply of stones and De Beers is no longer growing diamonds for jewelry, Cook said in May that it was “too early to say.”
Lightbox CEO Antoine Borde was not made available to National Jeweler for an interview regarding the company’s rebranding and its future, but a De Beers Group spokesperson confirmed Tuesday that the Gresham factory is no longer producing diamonds for Lightbox.
The spokesperson also reiterated Cook’s response from May about Lightbox’s long-term future, noting the brand’s “ongoing role in supporting differentiation between natural and lab-grown diamonds.”
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
The Latest

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

Sponsored by The INSTORE Jewelry Show 2025

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.


Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford will step into the role, bringing with him decades of experience.

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

The New England jeweler is hosting a bridal event for the month of August.

The trade-only event will host its debut fair in the Emerald City later this month.

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.